USABILITY CRUSHER
Getting more out of what you’ve already got.
Slide 2
Slide 2 text
WHAT’S THE PURPOSE?
• It’s a digital sales person and/or
it’s a lead generation tool
Slide 3
Slide 3 text
PROOF IN WHAT YOU SAY
• Can I trust you?
• Will it work for me?
• Will this product solve my problem?
• In not, then what?
Slide 4
Slide 4 text
IT’S ABOUT THEM NOT YOU
• Remember your avatar
• Write to one person
• Write to an 8th grade level
• Talk about the results & benefits
Slide 5
Slide 5 text
1 PAGE = 1 PURPOSE
• A confused person doesn’t take action
• Simple, clear, direct, no ambiguities
• eg. How did you find this website? (enjoy or locate)
• Tell them what to do next
Slide 6
Slide 6 text
LESS IS MORE
• 1 or 2 fonts, colors, sizes
• Short paragraphs
• Clean, clear, simple
Slide 7
Slide 7 text
SALES IN A NUTSHELL
• Headline
• Myth
• Who am I?
• Offer
• Features/benefits
!
• Testimonials
• Promise + Guarantee
• Scarcity
• Call to action
Slide 8
Slide 8 text
DO AS I DO
• Who are the industry leaders?
• Me, Amazon, Zappos, Ebay,
Double Your Dating, Frank Kern
Slide 9
Slide 9 text
THE BASICS
!
Slide 10
Slide 10 text
TRACKING, TRACKING, TRACKING
• Can’t improve what you don’t measure
• Set goals and monitor conversions
• Always be split testing - Visual Website Optimizer
!
!
!
Slide 11
Slide 11 text
IN THE WILD
Slide 12
Slide 12 text
WHAT TO WATCH
• # visitors
• Referrers (source and keywords)
• Bounce rate (40%+)
• Time on page (1-2 mins)
• Conversions (18% optins, 2% sales)
Slide 13
Slide 13 text
ACTION PLAN
• Clean up your website
• Display vital info
• Build the proof
• Call to actions
• Phone number
• Start tracking